Your Law Firm Needs a Recruitment Marketing Strategy – Here’s Why and How JD Supra Perspectives
Your client pitchbook material won’t cut it – recruiting material needs to be recruit-friendly …
Hiring at law firms across the United States is skyrocketing – just look at, for example, some of the latest headlines in the legal industry regarding associate pay increases for the first time in years .
Legal research firm Leopard Solutions recently noted that demand for lawyers at all levels has hit an all-time high this year as law firms have broadened their lawyer job searches to compensate for slow growth or growth. non-existent from last year. Leopard says there are more than 9,500 legal jobs open right now – more than at any time since the company began tracking positions in the legal industry.
However, the increased demand for lawyers has also made it more difficult for law firms to compete for qualified candidates and retain their staff. If you don’t have a recruiting marketing strategy, you’ll have a hard time setting yourself apart from your competition to attract rookies and laterals.
Legal recruiters are busier than ever before as companies scramble to hire lawyers who can adapt to the rise …
It is no longer enough to be a great law firm doing a great job with great lawyers. Any business that thinks it’s attracting candidates just based on their brand, location, or salary is behind. The world and our industry have changed forever as a result of the pandemic and businesses must adapt to this change in order to attract and retain top talent.
Here are some ideas on how to create a recruiting marketing strategy for a law firm of any size:
- Know (and communicate) your value proposition. Being able to explain why your business is suitable for a candidate and what makes it unique compared to its competitors is essential. Make sure that you can not only express this in the recruiting process, but also in written materials.
- Manage your brand online. Have you looked at your business’s Google search results lately? You should. In fact, Glassdoor and Google reviews appear on the first page of your Google results. Your business will inevitably have both good and bad reviews – make sure you get ahead of them and can answer rookie questions about the negatives. Encourage stars to post positive reviews to offset negative reviews.
- Create marketing materials and messages dedicated to recruitment. These documents should live on your website, your social channels, and be modular elements that you can easily PDF to a candidate, recruiter, or law school. Your clients’ pitchbook materials won’t be enough – recruiting materials need to be recruit-friendly to highlight what it’s like to work in the firm, what summer programs and new associates look like and professional development resources that you offer. For the full-backs, you might be able to reuse some of your existing pitch materials, but you should also write an article on sideways onboarding, business successes, and professional development.
- Using LinkedIn. It is one of the most effective, inexpensive, and useful ways to build relationships and promote your business. Use your LinkedIn Company Page to highlight news and success stories, as well as your people.
- Use other less formal social media channels, like Instagram, which can give recruits a glimpse into the life of the company and the people they would work with. My biggest tip is to be authentic and not post the same content on all social media channels – tailor the post to the medium, as well as your images (Instagram photos should be square, for example).
- Collect positive online reviews of your business from Google, Indeed, Vault, Chambers Associate and Glassdoor and feature them on your website and in social media posts. It just takes a little while to extract the reviews and format them. You can also ask star lawyers for quotes on their favorite aspects of working at the firm and feature them in a campaign on your website and social media.
- Build your network. The more people you know, the more likely you are to meet people who could be future colleagues, clients, employees, references, etc. While networking is a bit more difficult now, I think Zoom has made the process more efficient and easier.
- Organize focus groups with featured associates and partners. This will help you find out what is working well in the business (as well as what is not). Speaking directly to your employees for their honest feedback on the company will give you invaluable insight in many areas, not just recruiting. You can take that information and use it to create better events, professional development programs on how work is assigned.
- Don’t stop offering homework and flexible working arrangements. Many lawyers want the freedom to continue working from home after the pandemic – especially women who are disadvantaged the day they enter a law firm due to the gender pay gap as well as the fact that they are also usually the primary caregivers. Support your lawyers in their professional careers and they will be loyal to you. Plus, when it makes sense, showcase some of these successes in your recruiting marketing materials.
Employees currently have a lot of choice – make sure they continue to choose you every day by providing them with the best possible environment for their career development. Taking the time to do this will help you stand out and attract the right candidates to your business.
Stefanie Marrone advises law firms of all sizes, professional services firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to increase revenue, retain current clients and achieve better brand recognition. She is also responsible for marketing / outsourced marketing department for small and medium size law firms. During her nearly 20-year legal marketing career, she has worked in and with a wide range of large, medium and small law firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn and follow his latest writings on JD Supra.